Disney Princesses Grow Up: High-End Fashion and More
Disney is evolving beyond its traditional audience, giving beloved princesses a sophisticated makeover. The company is venturing into high-end fashion, jewelry, and home decor, targeting adults who grew up with these characters.
Luxury Cinderella Doll
A recent collaboration between Disney, Mattel, and Viktor&Rolf has resulted in a luxury Cinderella doll. This doll is designed for collectors and fashion enthusiasts, not children. It will debut during Paris Fashion Week with limited availability.
Expanding the Princess Brand
Disney's strategy involves expanding the Disney Princess brand into new categories. They are seeking licensees to help achieve this goal while staying true to the characters' essence.
Unique Experiences
Disney is creating unique experiences to connect fans with their favorite princesses. These include:
- Disney Princess Afternoon Tea in London
- A runway show during Fashion Week at Disneyland Paris in 2024
Moana's Live-Action Adaptation
Disney is also focusing on Moana, with a live-action adaptation set for release later this year. This is part of their strategy to expand the Princess brand.
Staying True to Roots
Despite this expansion, Disney is not abandoning its kids and family roots. Instead, they are following their audience as they grow up, bringing the magic and fashion of princess stories to categories more relevant to adults.
